The IPL (Indian Premier League) premiered on the 31st of March, 2023, for which Jio retains the digital rights towards live streaming the matches across India. Online users can stream live the IPL through the JioTV app or the JioCinema app. This acquisition of digital rights has increased the reach and engagement of IPL amongst cricket enthusiasts and local sports fans who prefer to watch matches on their mobile devices and smart TVs.
India boasts a generous market of internet users with 836 mn subscriptions as of September, 2022. These numbers are projected to reach over 1100 mn by the end of year 2025. Smartphone users are currently capped at 600 mn while Connected TVs crossed the 18 mn mark as of January, 2023.
Chrome DM’s ‘Digital Track’ measures the reach and engagement of online content/ shows. It tracks unique views to get a more comprehensive understanding of the actual number of users that have interacted with a particular content or a show. According to the data sourced from Chrome Digital track through last four weeks (wk-13 till wk-16), JioCinema was the top gainer by averaging over 77 mn viewers in week-16. Starting strong from week-13 by reaching 75.9 mn viewers in total, the platform has then seen an upward trend with each consecutive weak by finally concluding with a reach of 96.2% by the end of week-16.
This partnership has proven to be extremely beneficial for JioCinema since it has helped the platform to reach a wider audience and has also increased the user base of Jio’s digital services. After the conclusion of this IPL season, the lingering question still remains: What next? In a surprising move this past week, Viacom 18 has acquired a multi-year multi-mn content deal with Warner Bros Discovery which will offer the most coveted content library from HBO, Max Original and Warner Bros exclusively on JioCinema. It’s however left to be seen how this deal will impact the platform’s relevance in the near future.
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